I like it to be visually powerful, intellectually elegant, and above all, timeless.
...if all people doing desktop publishing were doctors we would all be dead!
Styles come and go. Good design is a language, not a style.
If you can design one thing, you can design everything.
The life of a designer is a life of fight. Fight against the ugliness. Just like a doctor fights against disease. For us, the visual disease is what we have around, and what we try to do is cure it somehow with design.
You do design because you feel it inside; you have a moral issue to spread quality in our environment.